In other Live Nation news, the entertainment group has signed a 3yr deal which makes Carlsberg’s Tuborg brand the official beer for all its UK festivals including Wireless, Global Gathering and Download, and 31of its sports and entertainment venues.Tuborg as a beer brand does have a heritage in music, although it is a new brand launching in the UK, with official beer status at several European festivals including Roskilde and Exit. It has also signed a 4yr deal with Glastonbury, ending Budweisers pouring status.
It will be interesting to see how much of an inroads Tuborg makes into the ‘youth’ market in this first year - as I understand it there is no experiential activity planned, more of an affinity-strategy.
And it means yet another beer brand actively chasing the music audience, either by creating links with music or re-inforcing/communicating a heritage.